男性与女性消费品广告的语言差异

男性与女性消费品广告的语言差异
摘  要

已有研究对广告英语中普遍存在的性别差异现象鲜有涉及。作者尝试对英文广告中性别差异的建构与其所呈现的特点进行初步探讨。从美国销售协会对于广告的相对简明扼要的定义出发，文章首先探究了广告的构成、分类以及已有的对英语广告语言研究的主要研究成果。接着，文章探讨了广告语言的主要特点及所遵偱的基本原则。然后,分别从广告语言的词汇特点、句法特点及修辞特点等角度出发，通过实际例子，探讨了男性与女性消费品广告的语言差异。再次,尝试从个体因素、社会因素及性别歧视等角度出发探索了引起广告语言的性别差异的原因。最后，文章重点强调了研究英语广告语言特点的重要性，并指明了英文广告语言对英语所产生的影响、英文广告的发展趋势及现存的不足之处。文章的研究旨在鼓舞人们对广告中的性别差异现象产生兴趣并做出更为深入的研究。此外，希望文章的研究能为广告部门的有关工作人员提供有用信息。

关键词：广告英语，语言特点，性别差异

Language Differences Between Different Gender-targeted Commercial Advertisements

ABSTRACT

Few scholars have done systematic research on language differences between different gender-targeted commercial advertisements. This paper attempts to probe into how and why gender identities are constructed in gender-targeted advertisements. Firstly, according to the definition given by American Marketing Association, the paper introduces the elements and classification of English advertising as well as major research results on English advertising language briefly. Next it is concerned with the overall features and basic principles of advertising English. Then it investigates the characteristics of different gender-targeted commercial advertisements from the perspectives of lexical, syntactical and rhetorical features with typical examples. Also it deals with the causes for the gender differences reflected in advertising English. In the concluding part, the thesis emphasizes the importance of studying features of advertising English and points out the influence of English advertising on the English language, the trend of English advertising and existing problems of English advertising. In conclusion, the paper aims at enabling people to have a better understanding of the language differences constructed in gender-targeted advertisements and make more efforts to go on with further study. Particularly, it is hoped that this paper can provide some useful information for those who are struggling in advertising.

Key words: advertising English, language feature, gender identity

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